ABN AMRO MeesPierson: Two out of three major donors see donating as a social duty

Most major donors want to give something back to society by donating

Nearly eight out of ten major donors responded that they find it important to give money to a charity they feel a strong connection with. This is especially true for donors aged under 65 (88 per cent), but also for older donors (76 per cent). In terms of donating behaviour, the younger group differs from older donors. They tend to donate more to nature and environmental organisations, partly because they want to contribute to a better world. Major donors aged 65 and over tend to donate more to charities focused on arts and culture, and on education and science. “Our research shows that a large majority of major donors see philanthropy as a way to contribute to society. No less than 67 per cent feel a moral duty to do so because of their privileged position,” says Frank Aalderinks, Head of Philanthropy Advice at ABN AMRO. “At the same time, we see that feeling a personal connection with the charity is an important driver. This shows that the bond with civil society organisations is crucial in the donating behaviour of these major donors.”

Gift deduction may encourage larger donations

In 2024, the willingness among respondents to donate remained strong. Even a possible reduction in tax benefits did not stop 57 per cent from giving money to charities. Although tax benefits are not the main reason people donate, they do play a role when it comes to deciding how much to give. In light of this, ABN AMRO MeesPierson considers it good news that the government has decided – contrary to expectations – not to cut the private gift deduction from 1 January 2025. The survey shows that major donors would probably reduce the amount they donate if the tax benefits were reduced. More than a third of those donating over 5,000 euros said they would give less if that happened. As well as being in favour of keeping tax incentives in place, half of these donors strongly advocate better collaboration between charities. They feel there are a lot of organisations in the charity sector landscape and that it is fragmented. “A previous survey we conducted showed that three quarters of all Dutch people view charities as indispensable. Major donors in the Netherlands clearly share this view, with nearly eight out of ten agreeing,” says Aalderinks. “The tax deduction for donations is an incentive for major donors who focus on areas where subsidies are being cut, such as education, arts and culture, and development aid. They see it as their social duty to contribute. It seems society is relying on this group more than ever before. By maintaining tax benefits for private donors, the government has opted in favour of stimulating philanthropy and social engagement.”

For more information, please contact:

ABN AMRO MeesPierson Frank Aalderinks, Head of Philanthropy Advice 06 83 69 94 93 frank.aalderinks@nl.abnamro.com

* The above findings are not representative of the entire population due to the nature of the research design and sample. Nevertheless, the results provide a good impression of the donating behaviour of nearly 400 wealthy clients of ABN AMRO.